Marketing Communications Essentials MKTG 2203

Learning Outcomes

Upon successful completion, the student will be able to:

• Describe Integrated Marketing Communications.
• Describe the role consumer behaviour plays in the development and implementation of advertising and promotional programs.
• Describe the basic elements of the communication process.
• Explain the role of communications in marketing.
• Explain the process of deciding and implementing media strategies and tactics.
• Describe the structure of the television and radio industries. Explain the role of each medium in an organization's advertising program. Evaluate strengths and limitations of using broadcast media.
• Describe the structure of the magazine and newspaper industries. Explain the role of each medium in an organization's advertising program. Evaluate strengths and limitations of using print media.
• Describe the various out-of-home and support media available to the marketer. Evaluate strengths and limitations of using out-of-home and support media.
• Explain the role of sales promotion in an organization's integrated marketing communications program. Describe the objectives, strategy, and tactical components of a sales promotional plan.
• Explain the role of public relations in the promotional mix. Evaluate the strengths and limitations of using public relations.
• Explain the role of direct marketing. Describe direct marketing strategies and tactics. Evaluate the scope and effectiveness of direct marketing.
• Explain the role of the Internet in marketing communications. Evaluate the strengths and limitations of the Internet and interactive media.

Effective as of Fall 2003

Subscribe